ANALISA PERBEDAAN MOTIVASI DAN PERSEPSI BERBELANJA DI MAL ANTARA ORANG TUA (IBU) DAN PARA REMAJA PUTRINYA

Sasung Luckytawati, Djoni lshak & Partner

Abstract


The central purposes of this research are to explore whether adolescent consumers have different attitude and perceptions of malls than adults, and to determine if specific motivations to consume influence these mall perceptions.
The conceptual framework consists of the following constructs: consumption motivation social and con umption motivation objective as independent variables, and Mall Perception that consist ambience, design, layout, variety, excitement, involvement, desire to stay and desire to return as dependent variable. Moreover, five hypotheses were developed and tested. instrument test of validity and reliability used to test the measures, while independent t-test and multiple regressions were used in hypotheses testing. Data were collected from 100 dyadic pairs of mothers and daughters who had recently visited Mal at Jakarta. The resuIts indicate that mothers and daughters are motivated to consume by different factors, and tha they differ significantly in terms of their perceptions of critical mal environmental variables.

Keywords: Consumption motivation social, Consumer behaviour, Mall Perception, and Design factors.


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DOI: http://dx.doi.org/10.25105/jmpj.v1i2.538

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